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Blog Spot Leigh Stringer Is your messaging missing the mark?


As the corporate world continues to embrace sustainability through ambi- tious targets and more efficient opera- tions, consumers are at a crossroads, as uncertainty from government and a lack of ‘credible’ science and messaging seems to be causing confusion.


But before business starts to point the finger, could this be partly the fault of failing corporate ad campaigns and mis- communication? Consumers would cer- tainly agree, but recent research is also suggesting that mixed messages from the private sector are having a negative effect on sustainable behaviour.


For the past decade, major corporate brands have been working hard to find the right way to promote and encourage sustainability. Unfortunately, very few have succeeded with most being accused of simply ‘greenwashing’ and endorsing their brands through questionable cre- dentials.


This has become more and more appar-


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